What Volkswagen Can Teach You About Values-Based Marketing A strong brand message can communicate your company's values, differentiate it from competitors' and make your target audience take notice.

By Jack Holt Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Some of this year's Super Bowl commercials focused on tugging at viewers' heartstrings, challenging stereotypes and trying to make the world a better place -- and for good reason. Some companies know that to build an enduring business, they should stand by core values.

Few companies are quite as adept at maintaining and communicating their values as Volkswagen. Beginning in the 1930s, Volkswagen (whose name literally means "people's car" in German) aimed to empower the everyman to own and drive a car. This idea was radically nonconformist in an age when companies only produced luxury cars for the elite. But VW's message of inclusivity and openness to change resonated with consumers.

Related: 3 Ways Brands Are Marketing Nostalgia in the Age of Throwback Thursday

Because Volkswagen has held on to those values for decades, it has built a passionate following. Now three of the top 10 bestselling cars of all time, according to AutoGuide.com, are VWs. Some of the manufacturer's classic models -- the Beetle and the Type 2 bus -- have become icons. (People still love features like odd heater handles on the floor, the clatter and rattle of the air-cooled engine and the aesthetic in these cars that virtually everyone could afford to buy.)

Although models have changed throughout the years, VW has remained focused on "progress" and "defying convention" and these values have served the company well.

A strong brand message can communicate your company's values, differentiate it from competitors' and make your target audience take notice. Here are some tips for establishing values that resonate with your target audience:

Related: Why Core Values Drive Business

1. Determine your values as a founder.

Figure out where your values lie so you can build a brand that will always be in alignment. Are you resistant to change or determined to save the world one person at a time? What you stand for as an entrepreneur and your organization's brand message will determine which consumers connect with the company.

L.L.Bean was founded on traditionalism and transparency while In-N-Out Burger is rooted in uncompromised quality and consistency. These brands have maintained loyal followings by standing by these values.

2. Analyze the target market's leanings.

Even though your market can encompass different audiences, determine the core values the majority of your audience holds dear. If that majority's preferences are out of alignment with your company's values, pick a different market. Don't compromise your company's values just to fit in.

VW strayed too far from its audience's core values when in 2004 it released the Phaeton, a premium model. Sales were so low the company abandoned the model in the United States in 2006.

Related: A Guide to 3 Brand Partnerships That Jumpstart Your Startup

3. Team up with those with similar values.

Maintain a cohesive team and minimize turnover by only hiring people who share your core values. For instance, if you're the type of person who wants to reward employees for their attitude and work but hires people who just want to climb the corporate ladder, they won't be a good long-term fit.

The same rule applies for potential company partners. No matter how talented the applicant or valuable the potential partner, if someone doesn't align with what your brand stands for, you don't want him or her representing your company.

4. Monitor the market regularly.

During every stage of your business, keep an eye out for trends among members of your target audience. Are they staying consistent or changing? Staying up-to-date will let you adjust production or marketing accordingly.

In the early days, Apple's branding was extremely nonconformist. But as the company captured a sizeable portion of the computer market, it became more focused on products that looked good and made people look good while using them.

VW's core values have remained the same but it has branched out to create vehicles and messaging aimed at at more conservative (the Passat) and safety-focused consumers (Jetta) and environmentally minded individuals (the e-Golf and Jetta Hybrid).

Throughout the years, Volkswagen has proved that designing a company around thoughtful values, effectively communicating them to a target audience and maintaining them over time can drive long-term brand loyalty and growth. So take a page from the VW playbook and prioritize your startup's brand values.

Related: How Storytelling Can Create Brand Value for Your Business

Jack Holt

Co-Founder and CEO of Mattr

Jack Holt is co-founder and CEO of Mattr, an Austin, Texas-based software company that segments companies' social audience with values and personality analysis.

 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Science & Technology

This AI is the Key to Unlocking Explosive Sales Growth in 2025

Tired of the hustle? Discover a free, hidden AI from Google that helped me double sales and triple leads in a month. Learn how this tool can analyze campaigns and uncover insights most marketers miss.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business Ideas

Is Your Business Healthy? Why Every Entrepreneur Needs To Do These 3 Checkups Every Year

You can't plan for the new year until you complete these checkups.

Business News

A New Hampshire City Was Named the Hottest Housing Market in the U.S. This Year. Here's the Top 10 for 2024.

Zillow released its annual lists featuring the top housing markets, small towns, coastal cities, and geographic regions. Here's a look at the top real estate markets and towns in 2024.

Leadership

The End of Bureaucracy — How Leadership Must Evolve in the Age of Artificial Intelligence

What if bureaucracy, the very system designed to maintain order, is now the greatest obstacle to progress?

Business News

'We're Not Allowed to Own Bitcoin': Crypto Price Drops After U.S. Federal Reserve Head Makes Surprising Statement

Fed Chair Jerome Powell's comments on Bitcoin and rate cuts have rattled cryptocurrency investors.